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2019 | OriginalPaper | Chapter

Nutzung von Word of Mouth für Marken

Authors : Franz-Rudolf Esch, Isabelle Manger, Sabrina Eichenauer

Published in: Handbuch Markenführung

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Gespräche mit anderen über Produkte und Marken sind fester Bestandteil des Alltags. Die Bedeutung für Markenmanager ist jedoch nie höher gewesen, da neben dem Austausch von Angesicht zu Angesicht heute online jede Meinung Gehör findet. Dieser Beitrag analysiert die Determinanten für Word of Mouth und gibt Handlungsempfehlungen, um es gezielt für die erfolgreiche Führung einer Marke einzusetzen. Zudem werden die Gefahren durch negative Mund-zu-Mund Propaganda aufgezeigt und Implikationen abgeleitet.

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previous chapter Guerilla-Marketing zur Inszenierung von Marken

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Title: Nutzung von Word of Mouth für Marken
Authors: Franz-Rudolf Esch
Isabelle Manger
Sabrina Eichenauer
Publisher: Springer Fachmedien Wiesbaden
Book: Handbuch Markenführung
Print ISBN: 978-3-658-13341-2

Electronic ISBN: 978-3-658-13342-9

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-658-13342-9_44